GRAZE Latest news for UK wool producers - Graze talks to World Champions
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GRAZE Issue 03 Autumn/Winter 2019
Latest news for
UK wool producers
Graze talks to Q&A with Focus on...
World Champions Steve Bradley Newtown Depot
PAGE 04-05 PAGE 04-05 PAGE 08
Together we’re growing something special.
Welcome
Welcome to the third new buyer who is purchasing for the Chinese
market. This is really encouraging after many
edition of our producer years of buyers disappearing.
Secondly, as explained in the last edition of
newsletter ‘Graze’. ‘Graze’, we are continuing to search for new
opportunities in China. China is the largest
This issue includes updates on all the work processor of wool in the world and also has TREVOR RICHARDS
we’re doing to improve returns to you, including the fastest growing middle class who already CHAIRMAN
our new product launch in China and our purchase wool products in very significant
#ChampionWool campaign. quantities. As well as implementing our new Looking forward, I believe that a completely
brand licensee scheme, we are looking for natural and biodegradable fibre like wool
The 2019 selling season started in July with new product opportunities to help increase should have a far greater use as we battle
the US-China trade war and the uncertainty the value of our wool. You can read more the manufacture of synthetic products and
around Brexit continuing to have an effect on about our work in China on page 03. the resultant pollution caused throughout the
the demand and prices. Despite this, I believe
world. I believe there are two types of plastic
we have performed relatively well over the last British Wool continues to support the shearing
pollution, firstly the visual one that we all
12 months to maintain average prices at similar sector through the training programme we provide,
observe with floating debris all over our seas
levels to last year. In comparison to the prices which was utilised by over 800 trainees in 2019.
and oceans. Secondly there is the unseen
seen in New Zealand, our prices have been The quality and quantity of shearers we have in
pollution caused by washing of synthetic
consistently higher after many years of being the UK is something we can all be very proud of
products and the non-biodegradable nature
discounted by up to 20%. and we should not underestimate the valuable
of these products in landfill. We cannot fight
contribution training provides in supporting our
I believe this is due to several strategic initiatives this battle on our own and need more support
shearers. I’d also like to take this opportunity
within the business. Firstly in July 2018, we from government as well as continuing to
to congratulate all four UK nations on their
launched an agency buyer service to make it work alongside organisations like IWTO and
success at the Shearing & Wool Handling
easier for new buyers to access the auction. the Campaign for Wool to promote wool as a
World Championships in France during July.
This has led to more competition within the natural environmentally sustaining alternative
You can read more about this on pages 04-05.
auction room, and we have also welcomed a to plastic products.
ISSUE 03 FEATURE STORIES
PAGE 03 PAGE 04 PAGE 06 PAGE 07 PAGE 08
NEW BEDDING SHEAR SUCCESS… COED COCH FARMS THE IMPORTANCE FOCUS ON…
RANGE LAUNCHED WORLD CLASS! OF BRITISH WOOL NEWTOWN DEPOT
IN CHINA
02
Feature Issue 03 Autumn/Winter 2019
British Wool’s
new bedding range
launched in China #ChampionWool
Throughout the 2019 shearing season,
we have seen great achievements and
success from UK shearers. The World
Championships in France in July saw
Wales take home Champion titles in
the Individual Machine Shearing and
Wool Handling and Scotland took
home the Team Machine Shearing
Champion title.
There has never been a more important time to
#ChampionWool whether that be for animal
welfare reasons, to use more sustainable wool
products or simply for the versatility of the fibre
and the products it is used in.
We have been supported by well-known industry
personalities and experts, TV stars, farmers,
shearers, manufacturers and retailers of British
wool products to create a series of videos to
We continue to make progress Graham commented:
#ChampionWool from every aspect. The videos
in China and recently launched “This is our first new product project to have been used across our social media channels
to help explain shearing and animal welfare, as well
a new wool bedding range at come to market through our Shanghai as the environmental benefits of wool. Wool can
a prestigious event in central Office. Lovo is an excellent partner often be portrayed in a negative light and this aims
with direct access to Chinese consumers to combat some misleading and inaccurate stories
Shanghai with Lovo, one of and reports.
through their various on-line selling
the largest manufacturers and channels. Initial sales feedback from The videos help give consumers a better insight into
retailers of bedding in China. Lovo has been extremely positive, farming life.
Lovo is an internet only retailer, selling products
which bodes well for future sales
on-line through many different channels. As part and growth.”
of the project, British Wool provided a marketing
To help support this type of product development
support package including video content and
activity and increase consumer awareness in China,
packaging designs, which ensures the new
a new Chinese website was recently launched
product range has an authentically British feel.
(britishwool.cn) as well as social media channels
The launch event was attended by Joe Farren, on the two main platforms in China – WeChat
British Wool CEO, and Graham Clark, Director and Weibo.
of Marketing. Speaking about the launch,
03
Feature
Shear Success… World Class!
400 acres together with my parents. We currently I’ve also participated in many test matches over the
have around 850 Lleyn/Improved Welsh ewes plus years including in New Zealand, Wales and Ireland.
replacements, and 25 South Devon suckler cows.
AJ: I’ve competed in roughly 40 Open competitions
I started wool handling when I was about 13, just for and won about 10 (although I haven’t really kept
my dad at home. I started competing at the Annual track of this). I first represented Wales in 2014 at
Brecknock Young Farmers Rally, then at the Royal the World Shearing and Wool handling competition,
Welsh Show in the Novice class. in Gorey Republic of Ireland. Meinir and I came
away winning the World Team event, the first time
BW: What generated your interest in shearing New Zealand had not claimed that title.
and who has been your biggest inspiration? In-between then and now, I was part of the Welsh
The World Shearing & Wool Handling RJ: I started going out with dad and Hywel 6 Nations Wool handling team, competing in England
Championships took place in France during on weekends and Hywel has always been an and this year at the Royal Highland Show, Scotland.
July with the UK teams enjoying great success. inspiration to me. And finally, this year at Le Dorat, France, at the
British Wool was proud to support the teams AJ: My dad nudged me towards competing at the World Championships again!
and here we meet two new World Champions, shows after I competed at the YFC. He taught me
most (not quite all) of what I know. It was a way of BW: Representing your country must be a huge
both from Wales – Richard Jones (RJ), World
being involved in the shearing shed at a young age honour, how does this make you feel?
Machine Shearing Champion and Aled before I knew how to shear.
RJ: Yes, it’s definitely an honour to wear that red
Jones (AJ), World Wool Handling Champion.
Most recently, Gwenan Paewai has been the singlet on the stage, makes all the hard work worth
most encouraging person, especially out in France. it. A very proud feeling.
BW: Provide a brief summary of your Without her help and calm words, I wouldn’t be
AJ: Obviously, it’s a massive honour and makes me
background and when you started shearing? World Champion.
feel immensely proud.
RJ: I live on the family farm in Glyndyfrdwy with
my wife Ffion and two daughters Megan and Sara. BW: How many wool competitions have you
BW: You represented Wales at the World
I work alongside my dad on our sheep and beef farm competed in, how many have you won over
Championships in France in July, how did
and I started shearing at 15 years old going out with the years and how many times have you
you prepare before you headed over for
dad and Hywel Jones. I’ve completed seven seasons represented Wales?
the championships?
in New Zealand, two in Norway and five in Switzerland. RJ: I have competed in many competitions winning
RJ: I competed in as many shearing competitions
I’ve got my own shearing run at home where I employ 40 Open competitions and represented Wales in three
as I could before France. I worked hard every day
local shearers as well as my brother Aled. world championships – Masterton, New Zealand 2012,
and concentrated on the job I was doing as much
AJ: I live at Hafodyrancr Farm with my fiancé Gorey, Republic of Ireland 2014 and Le Dorat,
as I could.
Danielle Pryce. We farm two farms, approximately France 2019.
Q&A BW: What is the role of the Operations Team at BW: What is the biggest challenge for the team
British Wool? and how do you overcome these challenges?
Operation
SB: The role of the team within the Depot network SB: The variability of seasons year on year can have
is to offer British wool producers an efficient an effect on the network intake capacity at peak
and quality service for processing their wool in times during the season.
preparation for it to be sold at auction.
British Wool
A recent trial of an electronic booking system has
The operations team manage the depot network of proven successful in ensuring that we allocate time
hauliers, collection sites, intermediate depots and for deliveries, avoid delays at the depot and utilise
grading depots to get the wool in from farm, ready intake capacities effectively each day.
to be graded. It is vital to get wool graded in a
Steve Bradley, Operations timely manner so that there is a good variety of BW: As Operations Director, you make a lot
Director explains the long wool for each auction to meet industry demands. of key decisions that affect the Depot Network,
what do you need to consider when making
term goals for the British The 120 grades of wool are packed into 360kg bales
these decisions?
and commercially viable lots are created for the auction.
Wool depot network. SB: When I started the depot operations
After the wool is sold at auction, it is dispatched
from the grading depots to customers worldwide. improvement programme, the main objective was
04
Issue 03 Autumn/Winter 2019
AJ: There wasn’t much prep specifically for the Ferguson third, I thought to myself, have I done it, BW: What are your short and long term goals
World Championships if I’m honest. Gwenan Paewai have I done enough? for the future?
and I had a few hours practice one afternoon, going
AJ: Actually finishing the final was the biggest relief, RJ: My short term goals are to keep shearing and
through the rules and routine of the competition,
it felt like a massive weight had been taken off my competing at the shows. My long term goals will be
as no one really had a perfect understanding of
shoulders. Being part of it was amazing, competing to try and qualify for the team going to Edinburgh
the rules until the actual day of the competition.
against the best in the world. Winning was just in 2022 and to try and defend my title. But that’s
I had been training for a British Shearing record at a bonus. easier said than done!
the time so that no doubt worked in my favour I knew I hadn’t messed anything up majorly, but AJ: Since the World Championships I’ve actually
come competition time. there’s no way of knowing how your competitors finished competing in wool handling now. It felt like
final had gone, so until the results were announced, as good a time as any to retire, and concentrate on
BW: Describe competition day to us. How do I had no idea how I’d done. other ventures.
you prepare, any specific routines, how does it
feel to hear your name being called and walking BW: Has being World Champion changed your
onto that stage? life in any way? Individual Machine Shearing Results
RJ: A competition day can be just as tiring as a RJ: Life has carried on the same really, although my 1. RICHARD JONES (WALES)
day’s work. Travelling 2, 3 maybe 4 hours to get to daughter Megan doesn’t let my wife ask me to do 2. Roland Smith (New Zealand)
the show never mind coming home but there’s a anything. That has to be a bonus! 3. Cam Ferguson (New Zealand)
few of us that travel together and share the driving. 4. Ivan Scott (Republic of Ireland)
I prepare myself by shearing all week. When I’m AJ: Not really, a few more people within the 5. Calum Shaw (Scotland)
competing I to try and block out what everyone industry know my name now but that’s about it. 6. Jack Robinson (Northern Ireland)
else is doing and concentrate on my own job. Team Machine Shearing Results
BW: Any advice you’d provide to anyone
AJ: I don’t do anything specific or different from that’s new to shearing/wool handling? What 1. SCOTLAND
any of the other competitors, just keep well hydrated. would you say to anyone who’s interested in 2. Wales
3. New Zealand
The nerves kick in naturally as you walk to your starting out?
4. England
stand but as soon as the competition starts, you RJ: I would say go on as many courses as you can 5. France
try and control them by getting into your routine. and listen to those who are more experienced and 6. Northern Ireland
trying to help you. Travel to New Zealand, keep at it
BW: When you were confirmed as the World Individual Wool Handling Results
and work hard.
Champion, how did that feel, were you surprised 1. ALED JONES (WALES)
or did you feel after the performance you’d be in AJ: I’d say to go on any course that may be 2. Rosie Keenan (Scotland)
with a good chance of winning? provided to you. Never say no to advice that may 3. Pagan Karauria (New Zealand)
be given to you. If something isn’t quite going how 4. Sheree Albaster (New Zealand)
RJ: It was most definitely one of the best feelings you’d like it to, try something else, you can always
ever. I was shocked at first I couldn’t quite believe revert back if it doesn’t work out. Team Wool Handling Results
I had done it. It took a while for it to sink in properly, 1. NEW ZEALAND
days, if not weeks! All six of us in that final were Don’t be afraid to ask for advice, most people in 2. Scotland
capable of winning it. I didn’t think I had done quite this industry want to help the younger generation. 3. France
enough to win but when they announced Cam
cost saving, that is still true today. I also ensure The sealing of the wool sheets with string and
I consider convenience to producers, impacts on skewers is a time consuming factor for producers,
the depot network and how the changes will affect therefore we have been working with suppliers to
the people responsible for implementing them. It is develop a simple fastening to replace this system.
also important to ensure that quality standards of
This year, we have annualised the hours across
grading remain high and are not compromised by
the grading depot network, to be open longer in
changes made throughout the depot network.
the peak season, which has enabled us to increase
our daily intake capacities.
BW: What sort of things are you looking at to
make things more convenient for producers? Since joining British Wool, we have managed to
create a successful depot team whose aim is to
SB: We continue to look at the location and spread
support the requirements of our producers, whilst
of the depot network to ensure we are offering the
continuing to strive for high quality standards and
most convenient option to producers.
low operating costs. It is important that we sustain
We have recently trialled pre-printed wool sheet these key objectives.
labels, not only to save time for producers but
also at the depots to make it easier to identify
individual producers wool delivery. STEVE BRADLEY, OPERATIONS DIRECTOR
05
Profiles Feature
Coed Coch Farms
Why we’re registered
with British Wool Supporting the future
of the sheep industry
through young people
Many readers will be familiar with the
work of the National Sheep Association
(NSA). Their work involves acting as
a voice for the UK sheep sector and
running events designed to keep
members knowledgeable and aware
of best practice.
Another key area of NSA’s work is its NSA Next
Generation programme, something that British Wool
has been a great supporter of.
NSA Next Generation is a programme that is
Rhys Williams, a sheep farmer and agricultural consultant from the dedicated to encouraging and supporting the
Llyn Peninsula in North West Wales, is a partner in a share farming sheep farmers and service providers of the future.
Through offering young people interested in the
company at Coed Coch near Abergele. sheep industry opportunities to join ambassador
schemes to helping them in securing work placements
Working with two other partners, Harry “We always receive great service from British Wool and employment NSA Next Generation is helping
Featherstonhaugh and Emyr Jones, Rhys is – we work together and communicate well. We choose the young shepherds of the future look forward
responsible for the administration and strategic to send our wool to British Wool because we know positively and enthusiastically to a career in a
planning for the business, Harry is the landowner the team are dedicated to improving wool prices sector that is crucial to UK livestock production.
and Emyr brings the labour input. In order to for farmers.” This summer has been another busy time for
replicate a New Zealand type low input system, NSA Next Generation with the launch of a series
the farm developed a flock of 3,000 New Zealand Coed Coch Farms have shorn once this year in July,
of two-day residential workshops adding to the
Romney sheep whose genetics are suited to yielding 3.5kg of wool per ewe. The NZ Romney was
extensive offering of activities the programme delivers.
this system. specifically chosen by the business for their ease
Attracting young shepherds from across the UK, the
of lambing, mothering ability and high growth rates
workshops provided an interesting combination of
As well as being part of the share farming and due to its ability to produce finer wool than the informative interactive sessions and motivating farm
partnership, Rhys works as the Wales Manager for average UK breeds. tours. These successful events will now become
Precision Grazing who specialise in farm business a regular feature of the Next Generation schedule,
“It was a clear business-led decision for us –
consultancy, supporting clients to embrace change joining the increasingly popular NSA Next Generation
British Wool pays us more for our wool than
in their business and maximise their resources. ambassador programme as well as shepherd of
other direct from farm buyers.”
the year competitions, travel bursary awards, winter
Rhys Williams said: “We are privileged to work It’s also about the long-term aim of securing a conferences and more.
with forward thinking and enthusiastic farmers – sustainable future for the UK wool industry. It would
supporting them to achieve increased profitability And as further evidence of the organisation’s
be fantastic to see prices increase – wool is an
and a better work-life balance.” commitment to the younger generation, NSA offers
undervalued natural product. Consumers need to be
half price membership to those aged 27 and under.
made aware of all its qualities and benefits. I have For more information on NSA membership or
Coed Coch Farms Ltd is registered with British Wool faith in British Wool to do this. I believe that consumer
and delivers their wool into the Newtown depot for upcoming NSA and NSA Next Generation events
interest and confidence in wool is increasing globally please visit www.nationalsheep.org.uk or
processing before being sold through auction. and I’m confident this will further grow in the UK contact enquiries@nationalsheep.org.uk
with the help of organisations like British Wool.”
06
Issue 03 Autumn/Winter 2019
The importance of British Wool
Joe Farren, CEO, explains the critical role of British Wool in the UK sheep industry.
BW: Is British Wool a profit making organisation? the rates paid to shearing contractors come under BW: What else do British Wool do for
pressure and drop significantly as a result. In addition, wool producers?
JF: Not in the traditional sense. Our profits are the
British Wool is the only company in the UK which
returns we give to the 40,000 producers who send JF: Firstly we make it easy and cost effective for
will take any type of wool, therefore a significant
their wool to us. As a farming co-operative, we are producers to send their wool to us through our
number of producers would struggle to even find a
owned by our producers – the returns we provide extensive depot network and haulier services.
buyer for their wool. This means more wool disposed
for our members recognise the true market value We are continuously looking to improve our service
of at landfill as it would be considered a waste product
of the wool. and make dealing with us as simple and easy
under existing environmental legislation.
for the producer as possible. For example, we are
BW: How has competition changed over the past planning to launch a new easier to follow payment
BW: How can British Wool give better returns to
few years? advice and also trialled pre-printed wool sheet
producers for their wool?
JF: There has been a distinct change in competitive labels in Northern Ireland.
JF: The competition use our prices as a barometer
dynamics over the past 4-5 years. The ‘direct from Our sorting and grading service ensures producers
and price at substantial discounts. Our aim is to
farm’ Irish competition is now owned by the two get the full value for their wool when we sell through
maximise the value of our producer’s wool whereas
largest downstream processors in the UK who our auctions. We are also committed to supporting
the competition want to pay as low a price as
actually buy from our auctions at Bradford. Their the future of the industry, training the next generation
possible to enhance their own profits. This is
aim is to maximise profits through driving wool of shearers (at a cost of £100K pa) and encouraging
why British Wool have and will continue to offer
prices down in the long run and increasing their the next generation of producers through initiatives
consistently better returns than the competition.
market share at our auctions. such as our new entrants scheme.
This price premium will increase over the coming
years as our consumer marketing strategy matures British Wool is a powerful advocate for the industry
BW: What would happen to wool prices if British
and we increase our Chinese customer base with the general public and government, as evidenced
Wool weren’t there?
through our Shanghai Office. by the release of the shearing guidance document
JF: Put simply, prices would plummet. If you look at alongside our industry partners (NSA, NFU, NAAC).
the example of the Republic of Ireland, it does not We’re proud to champion the use of British wool,
have a British Wool alternative and the same direct raising consumer awareness and increasing demand
from farm buyers who operate in the UK dominate to make sure our producers receive the returns
the market. Prices there are typically 50% lower than they deserve.
those we return to our producers. Such a severe
drop in wool prices in the UK would inevitably see
07
Profiles Issue 03 Autumn/Winter 2019
Focus on… Newtown Depot
The depot is located on the outskirts of Newtown The wool type handled at the depot would vary
in Powys which has a long history and tradition in including predominant breeds, such as Texel, Lleyn,
sheep farming and textiles. The wool handled at the Welsh Mule and the Welsh Mountain.
depot comes from a wide catchment area covering
North Wales, mid Wales down to Builth Wells, Barry Bellis, Joint Depot Manager at the
Shropshire and parts of Herefordshire. Newtown depot said:
The end of June through to the end of September “Our main focus as a team here in Newtown is
is Newtown’s peak season and six grading tables to provide our producers with a convenient and
are in operation during this time. During the peak high level of service. Not many producers are
period this year, the depot provided a more flexible aware that we grade every individual fleece that
service to producers by working an extra hour is delivered in to us which determines the type
each day. This ensured a high level of service was and quality of wool, which then adds value to
provided, whether delivering directly into the depot the producer. I’d encourage anyone who’s never
or by haulier. In order to maintain a high level of visited our depot to come and see their wool
Newtown is British Wool’s biggest service to all producers, the depot also operates being graded at least once to fully understand
the important work we are doing on behalf of
depot in the UK, handling 5.2 million intermediate depots across its catchment area.
producers to maximise the value of their wool.”
These are located in Ruthin, Dinas Mawddwy,
kilos of wool each year. Porthmadog and Anglesey.
British Wool Follow us
Tel: 01274 688666 Email: agpo@britishwool.org.uk @BritishWoolFarm facebook.com/britishwoolfarm @BritishWoolFarm
britishwool.org.uk
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